Across Europe, shoppers regularly encounter products labelled “green”, “eco-friendly” or “climate neutral”. Environmental claims on packaging and in advertising have increased in recent years, as has consumer demand for greater transparency to make better‑informed purchasing decisions.
While this reflects growing environmental awareness, it has also been accompanied by a persistent problem: greenwashing. Many of the claims are vague, difficult to verify, unsubstantiated, or misleading. The European Union is now further addressing this challenge with the Empowering Consumers (EmpCo) Directive, adopted as part of the European Green Deal.
The Empowering Consumers Directive: What Is New?
Environmental claims have been regulated since 2005. Under the existing Unfair Commercial Practices Directive (UCPD), misleading advertising, including green claims, is prohibited across the EU, and authorities can take action against it. But whether a green claim is misleading is currently often assessed on a case-by-case basis.
The Empowering Consumers Directive tightens the UCPD and introduces more detailed requirements for green claims, making enforcement easier and consistent across the EU. From 27 September 2026, new rules will apply. Here is what this means in practice:
How ISCC’s Approach Supports the Directive
At ISCC, we welcome this regulatory development. As an independent third-party certification scheme, we are fully aligned with the EmpCo Directive’s requirements for a certification scheme. To support companies in using ISCC logos and claims credibly and transparently, we provide guidance in our ISCC Document 208 “Logos and Claims”.
In line with the EmpCo Directive’s requirements, ISCC does not verify generic claims. Any use of ISCC logos or claims for a finished good must include a clear specification of what the logo or claim refers to, including the raw material category, the chosen chain‑of‑custody option, the certified component, and the certified percentage. In our view, this approach aligns with the EmpCo Directive’s direction, which requires that the specification of an environmental claim be provided in a clear and prominent manner, so that claims are specific, concrete, and verifiable rather than generic.
By introducing clear guardrails for making green claims, the EmpCo Directive enhances the credibility of such claims and ensures they are substantiated, transparent, and verifiable. Ultimately, it is about rebuilding and strengthening trust with consumers. Consumers want reliable information, businesses want to communicate their sustainability efforts clearly, and regulators want to ensure fairness and credibility in the market.
Are you a Consumer Looking to Understand the ISCC Logos?
Discover what our logos stand for, what they verify, and where you may encounter them in everyday products.
Are you a Company or Brand Navigating the New Requirements?
Companies that already work with third-party certification schemes are well-positioned. Those using self developed sustainability labels or generic marketing claims may wish to review their communication practices to ensure they align with the new expectations.
